The Sami are indigenous people who inhabited the Arctic area of Sápmi, which today includes parts
of Sweden, Norway, Finland and Russia. The traditional Sami livelihoods included coastal fishing, fur
trapping, sheep herding and – what they knew best – the semi-nomadic reindeer herding. This is the
basis for the creation of the SAMI rug: the unique lifestyle of strength and resilience in the cold snow,
brought by the clear spotted and textured patterns in hand-knotted thin wool.